Charlotte Cho is to blame if you follow the 10-step Korean skincare regimen and enjoy a perfect complexion as a consequence.
When Cho co-founded Soko Glam more than ten years ago, it was similar to Olive Young’s online presence in North America. She told American beauty writers that her acquaintances in Seoul, her hometown, would typically have ten cosmetics products on their vanity.
Years later, many still see it as the holy grail. The press quickly understood that to be the 10-step Korean procedure.
The astute 38-year-old, who runs one of the largest K-beauty companies in the US, used her “jeong”—a Korean term for a strong sense of commitment to people and places—from her East meets West upbringing to create her own K-beauty firm.
Then I Met You (TIMY) is based on “Korean ritualistic beliefs but with a Western kick,” in Cho’s own words.
Cho purposefully maintained TIMY’s growth gradual and stable, building the brand mostly via word-of-mouth. “I’ve only got nine products after five years,” Cho said reflectively.
The best-selling product is still Living Cleansing Balm, which “makes you look forward to taking off your makeup.” One Elle Editor’s Choice favorite is the Rose Resurfacing Facial Mask, while the Renewing Rich Beauty cream won a Popsugar beauty award.
Shoppers will now be able to purchase the brand in Sephora’s Asian locations in Singapore, Hong Kong, Malaysia, and Thailand starting in April. Sephora saw TIMY’s potential early on and has been courting the brand for five long years.
In order to get the truth about the widespread misconceptions about K-beauty, CNA Lifestyle spoke with Cho when she was in Singapore for Sephora’s Open House.